The giants of online fast fashion are currently facing challenges as interest in their brands plummets. A recent study conducted by MediaVision using its Digital Demand Tracker tool analyzed search data from AdWords and Google Trends, revealing a significant increase in brand searches for secondhand clothing retailer Preworn, with a 344% jump in volume. This shift in consumer behavior can be seen as a normalization of shopping habits after a prolonged period dominated by online shopping due to the pandemic.
During the height of the pandemic, physical stores were either closed or deemed unsafe for shoppers, leading to a surge in purchases from online fast fashion retailers. However, as the situation improves and restrictions are lifted, consumers are now returning to brick-and-mortar stores and seeking alternative options to fast fashion.
The rise in interest in secondhand fashion can be attributed to two main factors: sustainability and affordability. Consumers are becoming more conscious of the environmental impact of fast fashion and are actively seeking out pre-loved items to reduce waste. Additionally, with rising living costs putting a strain on people’s finances, shoppers are turning to more affordable alternatives.
The study also highlighted a decline in online brand searches for well-known fast fashion retailers such as Topshop, MissPap, and Missguided. These brands experienced significant decreases in search volumes, potentially influenced by both the shift towards secondhand fashion and the recent issues faced by Missguided.
Interestingly, alongside the rise in popularity of secondhand fashion, consumers have also shown a growing interest in indie brands. Searches for partywear label Lavish Alice, never fully dressed, and Revolve have seen significant increases, possibly indicating a new trend linked to a return to socializing post-pandemic.
Furthermore, the study revealed changes in search activity for brands with a presence in physical stores. As UK shoppers returned to brick-and-mortar stores, searches for formalwear retailer Moss Bros increased by 127%. Dune and Phase Eight also experienced significant rises in searches, indicating a renewed interest in these brands.
Overall, this data suggests a shifting landscape in the fashion industry. Online fast fashion is losing its appeal as consumers opt for secondhand alternatives, indie brands, and physical stores. The increasing focus on sustainability, affordability, and a return to socializing has contributed to this change in consumer behavior. For the fashion industry to stay relevant, it will need to adapt and respond to these shifting preferences.
Useful links:
1. Preworn – Secondhand clothing retailer mentioned in the study with a significant increase in brand searches.
2. Vestiaire Collective – Resale marketplace with a rise in searches over the past six months.
